In last month’s article, “Trying to Find an Independent Agent Online in St. Louis,” I commented that many of the agency Web sites I looked at were built using online Web site building services. In particular, I noticed sites that a number of sites were built using site builders offered by SAFECO, PIA, Z57, and several others.
I additionally commented, “While do-it-yourself template services offer some advantages, many St. Louis agent sites seem to blend in with similar-looking sites and fail to attract visitors. More on this topic another time.”
Online site builders
In basic terms, online site builders simplify and automate the Web site building process, typically as a package of reasonably priced services. Think of the process as building something from a kit. You purchase a package that contains components, some of which are necessary, while others may be optional. You then assemble the pieces following a set of instructions. If you read the instructions carefully and take your time, things should come together and work.
There are dozens of generic site builders from which to choose, some offered by larger and well known Internet service providers and tech vendors and others offered by lesser known companies that seem to specialize in providing the service.
Online site building services generally come in one of two forms. Some services enable you to actually interact with the online site builder, make choices and decisions, and build your site “on the fly.” By comparison, a variety of other Web site builders offer pre-packaged “you-make-a-few-choices” services that are based on pre-designed templates and other selected options, but the Web developer still produces the actual site.
While most are generic in scope and content, a number of site building services are specifically geared to the insurance agency market. For the most part, these services are offered by companies or organizations that really do know something about insurance. In my opinion, these site builders offer adequate insurance-specific content and a variety of options, but many of the template design options seem somewhat visually underdeveloped and predictably conservative, which is to say often unimaginative and uninspiring.
Overall, were I to build an agency Web site using a site building service, I’d want to use the design templates and services from a non insurance industry provider combined with the insurance content from an industry focused site builder. But, you can’t do that, of course, because Web sites from online site building sources are usually all-inclusive package deals that often include site hosting, routine maintenance and updates, and other services which may be included in a monthly fee or on an ala carte basis.
The online site building option could be an attractive option for agencies that only need a basic Web presence. But before going this route, agents should be aware of the pros and cons.
The pros of online site builders
The cons of online site builders
Know before you go
Because online site builders cannot be all things to all people, you need to carefully look at what is offered, how the process really works, and how well everything fits together to support your interests and needs.
Finally, like any Web development effort, you still need to address Web strategy, goals, business and marketing communication issues, target audience, and expectations. Online site builder service are only tools for getting your Web presence launched — they cannot think through the dozens of important management and strategic issues that go into an effective Web presence. That part you must still do yourself.
© Copyright 2003 by Sound Internet Strategy. All rights reserved
The online site building option could be an attractive option for agencies that only need a basic Web presence.
Like any package service with defined options, limits,
and prices, there’s little room for flexibility.